It's still corporate but it's much less visible. Now many things look cool and transgressive - including elements of startup culture - but the goals are still corporate.

In a real counter culture the goals are aggressively anti-corporate.

The most impressive part is the way that individualism has become almost entirely a corporate creation. You "express yourself" by choosing and displaying products, all of which are either corporate or sold through a corporate monopoly (Amazon, Ebay, Etsy). The middle classes are allowed some artisanal choices, but only because they signal a more refined and informed kind of consumerism.

There really isn't much evidence of individualism which isn't assembled from some combination of corporate-friendly competitive ambition, Veblen signalling, standardised rebellion/outsider tropes, and political and religious tribalism.